snack issue 4

8/13/2019 Snack Issue 4

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Published by Vantage Point Media,the Creators of AndNowUKnow


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10 Mimmo FranzoneWhat does this beat master have to sayabout produce? This world class DJdiscusses his inspiration and upbringinginto the industry.

14 Game of PhonesIts the exciting new trend thats connect-ing kids and their mothers to the produceindustry. Welcome to the next step in theindustrys evolution.

17 Millennial Buying TrendsTake a look at some of the r evealingstatistics that will pave the future forfresh produce marketers and reshape theindustry as we know it.

30 Paul MastronardiThe president and CEO of MastronardiProduce shares his continuing vision forthe Sunset Produce brand.

36 Sam DudaThe Vice President, Western VegetableOperations for Duda Farm Fresh Foodsshares the companys innovative posi-tioning and how baseball and produce areso much alike.

42 LongosDiscover whats waiting behind the doorsof this half urban shopping destination,half fresh produce retailer.

47 Women to WatchCheck out the nal part of a three partseries that recognizes leaders of the pack,industry veterans, and up and comers.

53 PagodaWhats the secret behind this fresh fruitretailers success? Find out what makesthis brand unique.

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Published by Vantage Point Media,the Creators of AndNowUKnow

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By Jordan Okumura

The man loves beats and beets. It isnt a joke. Does one inform the other?Youll have to ask the man himself.Mimmo Franzone, Director of Produce andFloral, Longo Brothers Fruit Markets Inc. isnt

your average bear. The produce procurerhas had quite a unique evolution, brandinghimself as both a world class DJ and now asproduce a cionado.

Mimmo has managed to balance his twopassions over the years, creating anequilibrium between his enthusiasm for thefresh market in which he was raised and theDJ arts. But the produce passionate alwaysreturn to their roots, he tells me.

Mimmos love for produce started at an earlyage as a young Toronto native trimminglettuce at La Standa Supermarket in Torontounder the weight of a heavy Summer sky.The thirteen year old produce clerk wasa veteran at that point, clamoring aroundhis fathers ankles as a child in the OntarioFood Terminal during school breaks and onweekends. Mimmos father introduced him toproduce through the family business, GlobalProduce Sales, which he ran with Mimmosuncle. No wonder the Toronto native has hada proclivity for produce and people...they havealways been in his blood.

Mimmo has been in the fresh produce industryfor 22 years. Even when he went away toSeneca College to study marketing, he always

came back to work alongside his father. Andwhen he felt the itch for the DJ Arts andTrebas Institute, he never left his passionfor produce, food and cooking far behind.After nishing school and while working atthe food terminal with less than favorablehours, he decided that maybe the perfectblend of his passion for the business and f orthe people could best be realized in retail.Family owned Longos felt like it could offerthe perfect t and after a long conversationwith Mike Longo, Mimmo joined the team.Mimmo now oversees the entire produceand oral program, which includes bothoperations and merchandising. All the wayfrom procurement to the consumer, this freshexpert brings his expertise to the scope ofthe program.

The company aligns with both my f amily andbusiness values. The company treats theircolleagues, team members and vendors witha mutual respect and trustworthiness that Ibelieve is necessary for a business to thrive inany community, Mimmo tells me.

Community is an important word to Mimmowhich prevails throughout his notion of freshproduce. Relationships are vital, he tells me,both internally and externally. The peoplein this industry are second to none, he notes.

Its the value we place in our relationshipsthat sets us apart. Treat your vendor partnershow you would want to be treated.

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As the music fades on his former life as a DJand a sound artist, Mimmo now focuses ongrowing as the Director of Produce and Floraland making Longos a leader in innovationwith fresh foods. What inspires him aboutour industry is akin to his love for music andrhythm. Its about people working with theirminds, their hands and listening to createsomething realand it fuels their life. Afterall, to achieve greatness in either disciplinerequires patience, practice, persistence andmost importantly passion. These are the veryqualities that made him who he is today. Theyare the same qualities that drive him now.

The beets and beats are so similar in manyways. It all sounds good to Mimmo.


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Its become a societal norm; the kid with his motherssmartphone, weaving in and out of supermarket aisles,barely dodging oncoming shopping carts. Their mindswrapped in wonder, padding along next to the cart, tappingand swiping away. Totally engaged in playing the game,ocused on getting to that next level, trying to beat the highcore. Doubtlessly walking into display signs, other shoppers,

maybe even other kids playing games on their smartphones.

his is a good thing.

And, for your company, this could be areat thing.

ew technology is allowing companieso reach their customers in ways that

were unheard of less than 5 years ago.With the advent of mobile apps formartphones, an entirely new marketingrena was created. You bring out themartphone, go to the App Store, enterpassword and download any app,r game, of your choosing. Or, in thisase, your childs choosing. But, in anntirely appropriate fashion for theow Generation. Even going through

he hassle of downloading an app andntering your (or Moms) password is too

much trouble . This brings us to HTML5.

TML5 is a computer language that is used to

structure and present content from the Web seamlessly across allplatforms: desktops, phones and tablets. Along with streamliningthe often tricky work that developers encounter when designinga website, HTML5 has quickly become the rage with gamedevelopers. Mobile phone and tablet use is exploding, and manymarketing firms are rushing to capitalize on this new medium.

Over 43% of all mobile data is game-related.

Therefore, browser-based games using HTML5, while in their infancy,are rapidly gaining ground on the established, app-based games thatso many of us have downloaded on our smartphones. Words With

Friends, anyone?

And its not just for kids. Candy Crushis a strategy puzzle game that has68 million active users, over 2/3 ofwhich are women between the ages of19 and 45. Plants vs Zombies, anotherstrategy game, has been listed in theTop 5 grossing mobile applications sinceits release in 2010. Again, while it isdesigned and marketed as a childs game,the overwhelming majority of its usersare adult females. Like the mother in

the supermarket with our game-obsessedchild.

Within the fresh produce industry, HTML5games are already getting out to consumers.

by Whit Grebitus

For marketers, getting the games in shoppers hands sometimesrelies upon a well-known informational tool: the QR code. Byincluding a QR code on your packaging (which, admittedly, isnothing new for many marketers) shoppers can scan the code andbegin playing the game within moments.

Have you seen what produce companies are tapping into? Stemiltis enticing consumers and their little ones with Cherry Challenge...race you to the moon? Columbia Marketing International has Hero,modeled after the great Candy Crush. We teamed up with thesecompanies and created these games to take marketing and thefresh produce presence to a whole new level. Be prepared to see

a lot more of this in your produce aisle. Retailers, imagine whatpossibilities you can tap into with these new outlets.No App Store. No downloading. No passwords. No problem.

HTML5 removes all of these potential barriers between your gameand the end user. If you are interested in discovering how yourproduce company can get in on this new trend, shoot me an emailand we can get playing. [email protected]

Here are a few of the games that we have developed atAndNowUKnow. Scan the QR code and experience HTML5gaming for yourself!

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B y 2015, Millennials will make up the largest portion ofthe work force. Now thats a stat to get excited about.What does this mean for fresh produce marketers overthe next ten years and what does that mean today?Grocery lists are going to change and Generation Y willbe the largest contributing group and in uencer in food sales. At74%, most of them believe they have a direct in uence over whattheir peers as well as those in other generations buy. In addition,new data says they have 21% of consumer discretionary purchasepower and their in uence is obviously over and above that number.

According to the World Fact Book, the median age of the world

by Sarah Hoxiepopulation is 28, which falls within the Millennial generation.The Millennials are said to be the rst generation to grow upinherently digital. The group has information at its ngertipsand prefers a two-way dialog with preferred brands. In astudy published by EY, formerly Ernst & Young, Millennialswere viewed as the best at being tech savvy (78%). Printads will never be obsolete but by leveraging new digitalcapabilities, we can speak the language of this generation.

In a report from Ad Agency Barkley, basedon research conducted

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s part of a joint partnership withervice Management Group, The Bostononsulting and Barkley, research shows

hat Millennials are 2.5 times more likely be an early adopter of technology thander generations with 56% of Millennialsporting that they are usually either one

f the very rst to try new technologiesr are among the rst group to try a newchnology.

77% use a laptop computer at home72% own MP3 players67% own gaming platforms59% have smartphones15% use tablet computers, compared to 6%f non-Millennials

hat individual on the phone tapping intohe latest apps, playing the latest HTML 5ame, listening to Pandora and Spotify vialuetooth in their car, shopping throughR codes that is your target audience. If

deo killed the radio star in the 80s thenhe cell phone is going to make traditionaladio obsolete. The Millennial generationncompasses individuals born between 1977nd 1995, Barkley tells us. With a populationf 80 million, this groups potential isverwhelmingly accessible, especially withheir tech-savvy appetite.

s Millennial shopping habits and theay they have grown to receive and

ommunicate information has changed, itould be bene cial for marketers toollow in suit.

hese alpha-in uencers dont typically

shop alone, and one in three wont make a purchase if their friendsdisapprove. Globally, 7 in 10 note that they feel responsible forsharing feedback with a brand and in India and China, 90% ofMillennials feel it is their responsibility to share brand feedback . According to the Edelmans 8095 2.0 Study, brands arent the onlyones that de ne trends, no matter how hard they try, communitiesdo. The study found that that nearly 95% of the 8095ers surveyedsaid they crowd-source before parting with their money.

Millennials base their brand purchase decisions around quality,price, and what other people are saying about it. Humor andhonesty also rank high in their buying behaviors. Show themvalue and make them laugh. 80% want brands to entertain them,Edelmans r eportsthe ability to co-create products and services(40% across 11 countries) being the most popular way. Elementslike these can help marketers de ne a brand and retailers toshowcase it. Millennials are the impulse-buy generation and shopmore frequently than other groups.

In keeping with Millennials desire to try new things, they valuecreative menu ideas and recipes, interesting and exotic foods, aswell as samples of foods to try, as reported by Barclays. They alsogravitate towards cause marketing, the study shows, which means

as a brand searching for ways to engage Millennials can grabconsumer attention in this area.

Millennials have an annual direct spending power estimated at$200 billion. Their indirect spending each year is an estimated$500 billion and it is predicted that Millennials spending powerwill increase as their earning power grows. This is the wallet weshould be most conscious of. Any takers?


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1: VALENCIA ORANGESSeasonality: Februaryearly NovemberAttributes: Differentiated from other orange varietiesby thin, slightly pebbly rind and occasional seedsAroma: Orange blossomFlavor Pro le: Known for their perfect balance ofsweet and tart avors and high juice contentHealth Bene ts: Contains over 100% of daily VitaminC requirements. Good source of Folate and Fiber

2: MEYER LEMONSSeasonality: Year-round

Attributes: Cross between a regular lemon and amandarin or orange, bright yellow or richorange-yellow colorAroma: Rich, lemon blossom/ oral, sweet lime, lemonand mandarinFlavor Pro le: Unique sweeter taste and loweracidity, hints of sweet lime, lemon and mandarinHealth Bene ts: Excellent source of Vitamin C

4: NAVEL ORANGESSeasonality: NovemberJuneAttributes: Small navel formation on the blossomend, easy to peel and virtually seedlessAroma: Sweet and oralFlavor Pro le: Refreshingly tart with richvanilla nishHealth Bene ts: Contains over 100% of daily VitaminC requirements, good source of Folate and Fiber

3: EUREKA AND LISBON LEMONSSeasonality: Year-roundAttributes: Two different types are virtually indistinguish-able from each other, bright yellow with medium to slightlypebbly skin, most popular citrus fruit used in cooking todayAroma: Crisp, oral smellFlavor Pro le: Distinct tangy avor that compliments bothsweet and savory foodsHealth Bene ts: Excellent source of Vitamin C

5: SATSUMA MANDARINSSeasonality: Mid OctoberDecemberAttributes: Varying in shape from at to necked, peeland segment easily and are seedlessAroma: Sweet honeysuckle aromaFlavor Pro le: Refreshing with warm, tropical hintsHealth Bene ts: Good source of Vitamin C, Folate, andPotassium

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6: GOLD NUGGET MANDARINS, NATURESTREASURE (SUNKIST EXCLUSIVE)Seasonality: Mid Marchmid MayAttributes: Bright and slightly bumpy rind, and areseedless, sweet and easy to peelAroma: Sweet citrusFlavor Pro le: Rich, extremely sweet avorHealth Bene ts: Excellent source of vitamin A and C

9: MORO ORANGESSeasonality: Decembermid AprilAttributes: Deep maroon interior with very few seeds andorange/red blushed exterior, easy to peelAroma: Mildly oral with earthy papaya fragranceFlavor Pro le: Rich, tart plum avor withwild raspberry overtonesHealth Bene ts: Contains over 100% of daily Vitamin Crequirements, good source of Folate and Fiber as well as anatural source of Anthocyanins, powerful antioxidants

7: CARA CARA NAVEL ORANGESSeasonality: Decembermid MayAttributes: Rich pink pulp and an orange exterior with few,f any seeds

Aroma: Pleasingly tropicalFlavor Pro le: Extremely sweet with a tangy, cranberry-likezing and cherry undertonesHealth Bene ts: 20% more Vitamin C and nearly 30% moreVitamin A than regular Navel Oranges. Cara Cara oranges arealso a good source of the antioxidant Anthocyanins

10: CLEMENTINE/W. MURCOTT MANDARINSSeasonality: NovemberJanuaryAttributes: Unique rounded middle, at top and bottom,medium-sized fruit with deep orange smooth, glossy skin,seedless, easy to peelAroma: Sweet, wild ower, pomegranate aromaFlavor Pro le: Crisp apricot nectar avor and a richraisin-y aftertasteHealth Bene ts: Nutrient-dense, these mandarins are anexcellent source of Vitamin C, good source of Fiber, Folate,Potassium, Vitamins B1 and B3

MINNEOLA TANGELOSsonality: Mid DecemberAprilibutes: Cross between a grapefruit and tangerine, a deep

nge with a knob-like formation at the stem end, few, if anyds, peels easilyma: Robust, tart orange aroma

vor Pro le: Bold, tangy avor and bursting with juicelth Bene ts: 100% of daily Vitamin C requirementsan excellent source of Folate

11: GRAPEFRUITSeasonality: Year-roundAttributes: Minor differences in rind color, texture and thickness; rubyand red varieties have yellow skin which develops a deep rose blush;major distinction found in the esh, which ranges from very light pinkin early Marsh Rubies to a rich, dark red in the Rio and Star varietiesAroma: Subtly sweet, sour cherryFlavor Pro le: Perfect balance of sweet and tart avors, extremely juicy

Health Bene ts: Excellent source of Vitamin C withpink and red grapefruit as excellent sources of

Vitamin A; packed with antioxidants

12: OJAI PIXIE TANGERINESSeasonality: Mid MarchMayAttributes: Generally smaller than an averagetangerine, pebbly, light orange skin, easy to peeland 100% seedlessAroma: Sweet and FloralFlavor Pro le: Intensely sweet, with a deepcitrus avorHealth Bene ts: Excellent source of Vitamin C

15: CITRIBURST FINGER LIMESSeason: Mid-July and runs until late December/ early JanuaryAttributes: Not related to a lemon or a lime,considered a micro-citrus with tiny fruit pearls ina wide range of colorsAroma: Unique refreshing lime, citrusFlavor Pro le: Similar to that of a lemon-lime-grapefruitcomboHealth Bene ts: Healthy way to add distinctive avor todishes and drinks without the calories or the sugar

13: KEY LIMES AKA MEXICAN OR WESTINDIAN LIMESeasonality: Year-roundAttributes: Generally round with straw yellow esh and athin, leathery skin, ranging from light green to yellowAroma: Highly crisp aromatic attributesFlavor Pro le: Fresh, tangy taste that adds Caribbean

avor to dishesHealth Bene ts: Excellent source of Vitamin C

16: PUMMELOSSeasonality: Mid Octobermid MayAttributes: Largest of all citrus fruit, thick, dark greenpeel that fades to yellow as season progressesAroma: Zesty, slightly tropical aroma with a hint of jasmine and limeFlavor Pro le: Sweet with a candied almond aftertasteHealth Bene ts: Excellent source of Vitamin C and agood source of Folate

14: PERSIAN LIMESSeasonality: Year-roundAttributes: Typically sold while still dark green incolor, gradually turn light green as they ripen;virtually seedlessAroma: Spicy oralFlavor Pro le: Distinctive piney avorHealth Bene ts: Excellent source of Vitamin C

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Napa CabbageA staple ingredient in many Asianuisinesthis cabbage has a sweet, softavor that can be used as a lling ingg rolls or eaten raw in salads. Therunchy, unique texture of its leavesontinues to make this cabbagene of the most sought-afterngredients in Asian cuisine.

Taro RootThis veg has a white or beige potato-like esh and iseven prepared like potatoes. And like potatoes, the

esh becomes creamy and soft when boiled, steamed,or otherwise cooked. Small varieties of taro have a

pleasant sweet avor.

Water ChestnutsThis staple in Chinese cooking is usually

found in marshes and its crunchy tex-ture is associated with a mildly sweet

avor. Try boiling or steaming thisveg to use in soups, salads, and stews.Peel before use in stir-fries.

Snow PeasMost often either sauted or stir-fried, snow peas are oneof the easiest vegetables to prepare. Theirsweet, crisp avor, versatility, andplentiful health bene ts make snowpeas a great addition to a healthy diet.

Lemon GrassThe name says it alla tall tropical grass with a subtle lemon aro-ma and avor. The lemon-like perfume comes from an essentialoil in the stalks that gives some Thai and Vietnamese dishes theircharacteristic savory avor. Although it cannot be eaten by itself,lemon grass is great to add into soups, curry, or teas for avoring.

Daikon RadishA basic part of Japanese cuisine this veg has sharp

avor, crispy texture, and a strong earthy aroma. Theavor tends to vary throughout the vegetable; ranging

from poignant at the bottom to its sweetest at the top.

Shiitake MushroomsThis well-known veg is considered a

symbol of longevity in Asia becauseof its health and medicinal bene ts.They are traditionally used in misosoup, but can also be sauted to seal

in their savory, and smoky avor.

Gai ChoyDespite their pungent taste, Chinese mustard greens are nutritionally dense

and can also add a peppery kick to Chinese cooking. They can even bepaired with rich meats like pork or lamb to jazz up the color of a plate.

Bitter MelonDistinguished by its rough, bumpy skin and itspungent avor, this veg can be found in southChinese or Indian cuisines where its eitherparboiled or pickled. Traditionally, bitter melonsare served with meat in a black bean sauce to reduce theacrid taste.

GingerValued for its spicy avor and medicinal bene ts, ginger can

be sliced or grated to add zest to Asian dishes. Try combiningginger with soy sauce, olive oil, and garlic to make a avorful

salad dressing.

Chinese BroccoliThe distinct, sharp avor and long, leafy characteristics set thisbroccoli apart from more common varieties. Steamed, boiled, orstir-fried, this vegetable is a great addition to any dish.

Baby Shanghai Bok ChoyThis common Chinese vegetable is more te nderand mild than regular baby bok choy. With subtlecabbage avor, this veg works especially well in alight udon noodle soup, where it can be used to avoidoverwhelming its delicate characteristics.

Japanese Eggplant

Originally used as ornamental plants, Japanese eggplantsare characterized by their deep purple color and their thinskins. Incredibly versatile, this eggplant can be deep fried,

baked, grilled, sauted, eaten by itself, or used as an accom-paniment to several kinds of dishes.

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This guy is the S ommelier of tomatoes. Strikethat, the man is tomatoes. Paul Mastronardi,President of Mastronardi Produce/SUNSET,lives to eat, breathe and innovate, and thisfresh produce maven knows a thing or twobout pushing the envelope. This drive and passion haselped Mastronardi Produce raise the bar and excel ateinventing what avor, service and execution mean toesh vegetables.

With Paul at the helm, the company has created aespected brand known for its ingenuity and capabilities.

Mastronardi Produce brings a wealth of knowledgehrough the thread of experience and family. Thereenhouse grower is a leader in launching new andnique products, but the company knows that it takes

more than just discovering or breeding a new variety,r creating a new packaging concept.

is great having a new product to bring to market,ut in order for an item to be successfully receivedou need to be responsible for seeing it through,l the way to the consumer, Paul tells me.

s a two-step process, for Mastronardi. Youart by nding a new variety and then itomes down to execution. This is where we as aompany are growing and investing. It also helps

by Sarah Hoxie that the company has a test facility to cultivate innovation. Itsnot about how many varieties you have, but having the right oneand the right program in place to support it from the productsinception, Paul notes.

Great avor equals repeat sales, and when you really want tobrand something, its through avor. T his goes back to their twostep concept. Variety and execution. Sure, you can have one orthe other, but you really need both to stay on top of the game.Mastronardi excels at this process.

Kevin Safrance, Chief Operating Of cer for the company, tellsme, Great packaging will attract the consumer, get them to thatimpulse buy. But if you want to keep them coming back, you needto offer them a full experience. Each item Mastronardi has isa one-stop-shop presenting marketing nesse and exceptional

avor.

Its more than the investment you put behind a product, accordingto Kevin and Paul, its the execution, its the whole process,everything from variety to marketing, growing to distributing,

you cant leave any stone unturned.

The Mastronardi family began the business four generationsago. Paul never knew his grandfather and Pauls father, DonMastronardi, took over the company at the age of 24. Don is andwas always about service and Paul brought the other side of the

equation by way of avor & marketing. The most importantthing I learned from my Dad is resilience. Dont give up. Andfrom the business side, customer service is key. Always be fair.We hope to be here for the next 100 years and so its importantthat what we do is right, everyday, Paul says.

And how will Mastronardi continue this quest for avor? Paulhopes to nd those that can step into his shoes and unearth theperfect tomato like he can, and he sees the candidates closer tohome then he thought. On Sundays at home in Kingsville, Ontario,Paul and his daughters drift into Mastronardis greenhouses andtaste the four generations of ingenuity. He watches their palatesmature and sees quite a bit of himself in their appreciation for theexperience.

The team is constantly learning and re ning, putting their careand knowledge into every piece of produce, and their productportfolio is evidence of that.

Enter Campari brand cocktail tomatoes in 95 fast forward18 years later and Mastronardi Produce has put the tomato onthe map. Or take a look at the Kumato Simply Unique BROWNTomato. This variety came to North America under a differentname and Mastronardi took it and doubled then quadrupled theacreage to provide the consumer with one of the most successfullyunique tomatoes on the market. Throw in the Zima SeriouslySweet Tomatoes, ONE SWEET Line of Tomatoes, Pe ppers andCucumbers, Sweet Twister Peppers and a whole line of organictomatoes, peppers, and cucumbers and a produce departmentcant do wrong.

Over the last 15+ years, Mastronardi has successfully launcheddozens and dozens of new items that have helped enhance theircategories. The companys innovation principals are based on

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avor; from tangy to zesty, sweet to mild, and savoury to juicy, oneould say that Mastronardi has the needs of the customers at heart.

alancing sweetness & acidity is no easy task but given the uniqueavor pro le of Mastronardis signature Campari brand cocktail

omato which is the most recognized tomato brand in the world;Mastronardi builds category leaders. Second to none.

was a lot harder of a sell 9 years ago, when I rst joined theompany, Kevin re ects with me. Service is key, but con dence inur company is what keeps bringing our customers and consumersack.

We ask ourselves, what do we want to create? What consumers aree trying to reach? Whats the best use? Paul tells me, After weegin answering those questions, we can start envisioning how toeliver the best customer service for that product. Kevin notes,

We can spend months and months on style and types of packaging,OS, angles to get it into the marketplace - but it goes way beyond

his.

aul and Kevin compliment each other. Kevin takes the reins onhe service side while Paul implements his expertise in marketing &avor innovation. And this relationship works, even when it doesnt.he two are obviously as close as brothers and when you put two

ndividuals with that much passion and energy into a 12x25 footf ce, their strengths and differences ignite invention... along with

headlocks and hugs. They understand the need for teamwork,innovation success breathes excitement and a culture of beingforward thinking.

Kevin laughs, When we kick ideas around we e nd up with abetter product. It is part of the process.

Chris Veillon, Director of Marketing, notes, It is all about thewhole of a businesshow well a c ompany performs, innovates,leads, partners. You wont nd another company out therethat lead the way Paul and Kevin do. Chris returned to hisroots with Mastronardi last summer and has been helping thebusiness thrive with his initiatives and progressive ideas. Thecompany is known for attracting and retaining some of the toppeople in the industry. That may be the reason why they havebeen awarded one of the be st-managed companies in Canada 4

years in a row.

So, whats next for this pioneering produce powerhouse? Howabout a nice shade of Yelo. The company is once again

raising the bar in the True Taste category. Will this be the nextCampari? Only time will tell.

You will have to see the YELO...and taste itto believe it.PMA Fresh Summit is here folks, and if you ask this companywhat gets them to the oor everyday, they will tell you they areInspired by Flavor.

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Produce is like baseball, you always have to thinkthree plays ahead. Sam Duda, Vice President ofWestern Operations at Duda Farm Fresh Foods,tells me about his passion for fr esh produce and how thegame he loves has taught him more than just a few thingsabout produce.

The game of produce is like the game of baseball, Samtells me. You always have to be on your toes, anticipatewhat plays are ahead. Thinking ahead has helped usdifferentiate and g row.

Sam has always been an avid player and supporter of thegame. His passion for ball took him all the way toMississippi State, a different route from most Dudas whowent to the University of Florida. The MSU Bulldogsrecruited Sam out of a local Florida junior college. Theuniversity, being big in both agriculture and baseball, was

the perfect t for Sam. The school allowed him to not onlypursue his passion for ball and fresh produce, but alsoprovided him the opportunity to meet the woman thatwould one day become his wife.

Sam re ects, Going to Mississippi State was one of thebest things that happened to me. The experiencesupported my love of both gamesbaseball and produce.

Baseball and produce, who would have thought themarriage of those t wo elements could build a foundationquite like the one Sam has helped to establish? Thismindset has worked well for the i ndustry veteran, helpingthe Duda family, and the company, pioneer its way tothe top with a broadlined seller-focused program. Dudaalways has something cultivating in the eld of play,from clementines and meyer lemons, to radishes, sweetcorn, iceberg lettuce and its staple item, celery. Withthe companys progressive positioning, cutting edgetechnology and varietal development, the company hasled the way in celery patents and ingenuity.

The company has forged its reputation throughinnovation, business finesse and with the help offive generations of family values. The companyslocation in California hosts some of Dudas mostforward-thinking features.

So what makes Duda a Major player in the industry?The companys breeding program in Florida, Michigan,

and California, based in Salinas, for one. This programallows the family of growers to develop trendsettingnew products like its patented Sweet Sensations and

Celery Sensations varieties, each with unique attributesand bene ts. Three of the Celery Sensations varietiesare developed with a hollow stem to create high quality,natural celery straws. The Sweet Sensations varietiesare special developments speci cally focused on avorand include Dudas fresh-cut celery sticks with consistentquality on a year-round basis. Check out the snack packs,there are so many reasons to love fresh produce.

Propagating celery development takes anywhere from 5 to10 years, Sam tells me. Thats why its so i mportant thatwe are looking ahead; making sure that our plays set usup for our future success as well as our present.

Sam notes, Technology can be duplicated, but

proprietary varieties and our breeding program cannot.Tech goes hand-in-hand with our research to help us alignwith our vision of bringing the best quality and avor toconsumers.

Strides in technology are de nitely not lacking for Duda.The ingenious breeding program led to theestablishment of the companys fresh-cut, Oxnard facilityspanning 65,000 square feet, with nearly 40,000 squarefeet devoted to processing lines, 23,000 to cooling andstorage and the remainder for support equipment. Thestate of the art plant is equipped with 37,000 square feetof photovoltaic solar panels which provide roughly 40%of the energy for the facility. Installing the solar panelsallows Duda to reduce carbon dioxide emissions by 478metric tons each year. Fast moving celery stick lines, onediced celery line and one limited or industrial processingline, create the familiar hum of a giant facility at workand produce 104 million pounds of celery per year. Theenergy in there is amazing, buzzing with innovation.

Another one of those factors that differentiatesDudas fresh cut facility is a water jet that cuts thecelery sticks to size, which gives a smoother cutcompared to metal blades and creates aphysiological wound-healing process in the planttissue that seals in water. The jet uses high-pressure potable water at 40,000 pounds per

square inch of pressure and the Duda facility isone of, if not the only, application in fresh-cut

by Sarah Hoxie

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duce. The added capacity has given Dudas portfolio room topand and expand it has.

lery has been Dudas legacy, its ag in the ground. And itstarted years ago. Sam attributes many importantments to his development in the industry and one of those inticular is his father. Five generations of Dudas have workedland with Sams father, Edward Duda, assuming a signi cant

e in Sams fresh produce development. Edward retired in 1997President and CEO but remained on t he Board as Chairmanil 2002.

y father is a patient man who has always had a real passionthe business. He imparted on us a great sense of humor for

aling with the ups and downs of the industry as well as aong sense of respect and duty for our job in providing fresh

produce. Sam smiles, captured by the thought. You arewho you are. He taught us to have a humble approach to ahumbling business.

What started out as the pursuit of the American dream by a young Slovak immigrant, Andrew Duda, has become onethe countrys most reputable family-owned and operatedenterprises now in its fth generation of family ownership.

We are just regular people here at Duda, and we are allgrateful for what we have achieved and accomplished, Sam

re ects, You can never be sure what the future will look like.So, we approach life that way, it helps you appreciate that pastand whats to come.

Sam Duda is a heavy hitter in the family legacy. He knows where therunners are positioned, how the next ve guys up-to-bat could affectthe inning, knows the st ats on the pitcher hovering over the mound...all ensuring that Duda Farm Fresh Foods will always stay a competitiveplayer in the fresh produce game. Batter up.


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What do you get when you marry an urbanshopping destination with a unique layout thatmeets the needs o both the ull and the quick

grab & go shopper? Longos. Te amily ownedoperation welcomes oronto residents to an

environment brimming with local reshness, traditionally reservedor open-air armers markets, but with the buzz o Greater orontos

eclectic community. Te retailer rst opened its doors in orontoin 1956 with a resh- orward outlook on grocery offerings andpresentation and has ound a niche in the industry.

Longos offers consumers a wealth o ood knowledge usuallyexclusive to ood boutiques, along with an incredible array o exoticproducts and resh offerings sourced rom around the world. Tegrocer prides itsel on great value and high quality. Along with theseofferings, the retailer showcases over 100 varieties o organic produceevery day. In addition to procuring produce rom growers andshippers all over the world, the Longos team also hand-picksproduce six days a week rom the Ontario Food terminal, ensuring

reshness to rival the Ontario supermarket community. Longoslasting relationships with many o the terminals independent

by Robert Lambert

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Ontario. Te retailer invites you topull up a chair and kick back andenjoy a glass o local wine or a crafbeer with their reshly preparedmeals on site in the Corks lounge.

Longos was started in 1956 by its three ounders, ommy, Joe andGus. Te ounders began their resh ruit and vegetable venture bypeddling the produce around on their bikes. Now the business hascome ull circle, where resh produce can once again be deliveredout into the community through Longos ull service, onlinegrocery experience called Grocery Gateway. Te company took onthe service seven years ago and it has proven to be a very success ul

venture or the retailer. Longos is currently the largest onlinegrocery retailer in Canada.

oday, the Canadian landscape hosts 26 conventional Longosstores o which 22 are large ormat and 4 are urban, small ormatstores branded Te Market by Longos. Te companys 280,000square oot acility and 11,000 square oot commissary unctionas the companys distribution center and head office. Longospurchases product rom the oronto wholesale market where it isthen delivered to the distribution center and shipped out tothe stores. Te company sources its produce locally when eachcategory is in season and whenever the conditions allow or themto support the local community. Te Ontario grocer is cultivatingits relationships all over the world, building great partnershipswith international growers and bringing product in direct. Producehas always been the backbone o Longos, and its amily o

resh- orward stores is a testament to that.

rokers is one o the undamental differentiators, and iroduce is built on relationships, then this retailer hasin the bag. Te health o a companys grower-partner

apport is essential, and Longos has been hailed or itsmutual respect and trustworthiness. Hands down, thisetailer knows how to treat every person in every acet ohe growing and amily run operation.

e store concept, rooted in resh, also offers a new twistn the idea. A Veggie Bar welcomes the curious consumer who

wants to make healthy eating easy by eliminating the planning andreparation time. Designed to inspire healthy and easy cooking byroviding a variety o veggie and ruit combinations, vegetable andruit creations take pasta, stews, stir- ry or salad up a notch.

Every element o Longos design was born o our values; a pillar sys-em that keeps us constantly striving to meet the challenges and needs

our customer base, Mimmo Franzone, Director o Produce andloral, tells me. We pride ourselves on service o ease as well as reshnd unique produce offerings, everyday oods and o course,ducation. Te companys back bone in resh produce is supportedy both education in-house and with the consumer. Te more

n ormed a customer is, the more empowered they eel and the morekely they will be to increase their resh produce consumption or tryomething new, he tells me.

ongos recently hosted Corn est, a three day program whereonsumers could pick their own corn. Te company sold hal a

million cobs over the course o the campaign. Now thats increasingresh produce consumption.

ry a 40-item salad bar, gourmet made-to-order stone oven pizza,anini and hot sandwiches, made-on-site hardwood smoked meatsnd sh, a chocolatier creating ne Belgian chocolates, and Aromatsresh, in-store coffee bean roasting. Longos teases the palate at theame time that it pleases.

Originally the company was just a single ruit market inmidtown oronto and as

the years have gone by, Longos has always held true to their reshpurpose. Te trends evolved, and though they are now a ull servicegrocery chain, they still rely on the oundation they laid to carry thecompanys message fresh is key. And Longos has continued toelevate and differentiate its resh departments as well as itsprogressive programs and unique eatures. Longos orward-thinking staff is teeming with ingenuity. Te grocers

Why not try... program is a prime example o this, allowing theretailer to engage its loyal ollowing while enticing newcomers ona whole new level. Creating that personal consumer connection iswhat has helped the company thrive. Te Why not try campaign

eatures a new or unique item each week which the retailer supportswith a promo in its weekly yer and demos on the weekends. Teprogram was spurred by a different weekly program that began eightyears ago as a button campaign. Ask me about... invited shoppersto engage with the staff on different unique produce items each week.Kicking off the program was Ask me about... okra, presenting acurious item or the curious consumer. In the retailers Leaside location, Te Lof by Longos cookingschool offers consumers an array o specialty cooking classes to teach

oodies and newbies alike how to use a variety o ingredients, romthe exotic to traditional. Te Lof creates a place to gather, cook andlearn rom a variety o local and celebrity che s.

Te thirsty can nd an immeasurable array o libations with CorksBeer and Wine Bar eaturing ne craf made beers and wines rom 45


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Danl Mackey Almy, President & CEO, DMA Solutions - Megansimpact on fresh produce marketing in the short time she has beenin our industry is signi cant and the great news is that she is justhitting her stride. Megan is not only a woman to watch, she is amarketer to learn from, a mom and wife to be admired and a friend

you can depend on.Education: Bachelor of Business Administration with a Major inMarketing from Texas Tech UniversityFirst Job: Alcatel-Lucent as Marketing Coordinator for the CorporateMarketing department at the USA headquartersAdvice to other women: Work/life balance is something I havewrestled with for years. Now I practice the balancing act daily but

with an intended goal at the end of each day. When Im with my son,Im with him 100%. When Im at work, Im in it 100%. There is a time

and place to work, play and relax. The key to managing my balance is accepting that I cant do it all, but knowing that I CAN do what Imdoing now, right this moment, and to the best of my ability.Something about you that would surprise people: Before I knew that I wanted to be a marketer, I rst wanted to be a news anchor.I had the great experience of being an intern at CNNs bureau in Washington DC. That path came to a screeching halt when I wasasked to give a live re port on the Whitewater controversy in front of the US Capitol. The request had me frozen in my navy pumps.It was then that I realized that my talents were better served from behind the camera crafting stories and writing angles thatsomeone else reported.Bio: Megan has been a member of the DMA Solutions team for 6.5 years. As Strategic Marketing Director, her two areas of focus are1) implementing cross client marketing strategies that help to elevate DMA and its clients amongst their target audiences and 2) leadingDMAs internal communications efforts amongst its team of marketers and creators. When Megan is not implementing marketingstrategy, she is at home hanging with the two amazing men in her life: her husband, Aaron, and son, Cooper (6).

Mark Campion, President, Taylor Farms Retail, Inc - Christinabrings a tremendous amount of energy and creativity to Taylor Farms.Two years ago we knew we needed a larger social media presence, butdidnt know how to get there. With little direction and virtually no

resources Christina was able to get us where we needed to be. Hervision and attitude is why shes accomplished so much in so little time.Education: Cal Poly San Luis Obispo, B.S. in Agricultural Businesswith an International Marketing Concentration and Wine &Viticulture MinorFirst Job: Working on a green onion line for Cal Farms, my familysfarming company in Clackamas, OregonAdvice to other women: If you dont believe in yourself, no one elsewill and always do the harder right than the easier wrong.Something about you that would surprise people: Im a Pinterest junkie & I love college football, Ooooooooo, Go Ducks!

Bio: Born and raised on her familys produce farm, agriculture has always been in Christinas blood. Less than a month after graduatingfrom Cal Poly in December 2008, Christina began her career with Taylor Farms. In her current role as Director of Marketing, she helpsbuild customer speci c marketing programs, trade advertising initiatives, media relations, and social media programs. She enjoys longruns, traveling and volunteering in her local community. Christina recently married her college sweetheart, Benjamin Barnard.

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Will Steele, President and CEO, Frontera Produce - Amy Gates istruly one of the most amazing individuals that I have ever had theprivilege of working with. She has a magical yet natural ability to leadpeople and master a task like nobodys business! Brilliant young lady!Education: Cal Poly SLO, B.S. in Agriculture BusinessFirst job: River rafting photographerAdvice to other women: Throughout any adversity, and there will beadversity, stay true to yourself and what you believe.Something about you that would surprise people: I rebuilt a 1967Camaro with my Dad, that was my rst car that I still have today. Bio: As Frontera Produces Vice President of Administration andFinance, Amy Gatess administrative roles include directing the dailyfunctions of the company including human resources, qualityassurance, government relations, communications, Information Systems,

and the legal department. Amys nancial roles include responsibilities for accounting, grower accounting mergers, andacquisitions and investing. Prior to her current position, Amy was Chief Operations Of cer of Frontera Produce, responsible foroverseeing the daily operations of the company including production, harvesting, quality control, shipping and reconditioning, aswell as accounting, nance, and human resources. Amy has also held a number of prestigious leadership roles in the produceindustry, including her af liation with the Produce Marketing Association as a Foodservice Board Member since 2007 and as aTexas Produce Association Board Member since 2005. Amys involvement with the produce industry has proved successful and shelooks forward to continue leading the industry forward.

Kenny Lund, Vice President of Support Operations, Allen LundCompany - Nora is always pushing the envelope to nd new ways tomarket the company. Marketing is constantly changing and sheis always nding new ways to deliver our company message. Fromspearheading the Big Al project that has been extremely costeffective and successful, to shifting us away from print media intoonline marketing and launching a carrier loyalty All-Star program, sheis de nitely a woman to watch.Education: Alumna of Pasadena City CollegeFirst job : Receptionist - Real Estate Management CompanyAdvice to other women : When you may feel defeated or discouragedas you are faced with struggles, learn to embrace the struggle as simplya part of life. You will nd life a whole heck of a lot less stressful, andsmile a lot more often.

Something about you that would surprise people: I love to listen to Vince Scully call baseball games on the radio. A very oldfashioned manner in which to enjoy the game, but I consider him the grandmaster calling the best game there is.Bio: Ever since she was a child, Nora has been in uenced by marketing for her entire life, starting with her father who was an Ad Man.She has utilized those years into her various careers, whether it was in real estate, banking, or spending 7 years with Lorimar Television,

rst as a Production Assistant, then as a Writers Assistant to a Production Executive. In turn, she has been marketing to her 3 kids fortheir whole lives as well. Her 11 years with the Allen Lund Company as Director of MarCom has been a distinct career highlight. She ishonored to be working for Allen Lund, one of the great leaders in the transportation industry.

Dan Duda, President and Chief Operating Of cer, Duda Farm FreshFoods - Nichole is an extremely talented and gifted individual whosestrong work ethic in understanding and connecting with todaysconsumers through multiple marketing and social media channels isamazing. She is someone to be respected and admired. We are all veryproud and happy to see Nichole recognized.

Education: Cal Poly SLOFirst job: Assistant Greenhouse Manager, King City NurseryAdvice to other women: Honesty and exibility are the best t raits toharness and nurture within yourself and your team. Continualeducationlearn something new every day.Something about you that would surprise people: My husband andI have 3 sets of identical girl twin nieces. Two sets on my side and 1 setin my husbands family.

Bio: Growing up in the Salinas Valley of California, the produce industry has always been a part of Nicholes life. After gr aduating fromollege and after a brief stint on t he production side of the business, Towell joined Duda Farm Fresh Foods in 2000 as a Sales Coordinatorn the western vegetable sales of ce. Since that time, she has had the opportunity to experience several positions within the Duda Farmresh Foods organization and has found a niche in her role as Director of Marketing. In her role, Nichole is responsible for consistentlyromoting Duda Farm Fresh Foods brand and products to increase consumption and sales. Monitoring culinary and consumer trends inhe marketplace are a constant and drive future product or packaging innovations.

Eric Biddiscombe, Senior Category Director, Field to Fork, Loblaws- Crystal is a de nite asset to the procurement team at Loblaws.Crystals open, honest and direct approach is well respected by herpeers and vendor partners. We view Crystal as one of our top perform-ers and a key contributor to our success with her strong aptitude tolearn and dedication to the team.Education: University of Toronto, BA in Performance MusicFirst Job: Baskin-Robbins was the start of her retail tradeAdvice to other women: Never let being a woman in the industrybecome an issue. First and foremost I am a Category Manager who

just happens to be a woman. I never want to be de ned by my sex butrather by how I conduct my business and treat people. Being a womanin any male dominated industry always has challenges but if youlove what you do, face the challenges head on and use them to make

you stronger.omething about you that would surprise people: I have a musical background and started playing piano at age 6. My love for

music has evolved into an eclectic taste of everything from classical and country to dubstep.io: Crystal has grown up in the industry starting her career at the terminal market in Toronto. Crystal then had the opportunity to

ource and procure for Sysco before her career path led her to category management at Loblaw. Successful people in the producendustry hold family values in high regard and she is blessed to have the loving support of her husband Terry and 3 children.

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This statement, Enjoy fruit, enjoy life embodiesthe philosophy behind Pagoda, a rst of its kindspecialized fresh fruit retail store in China. Pagodais committed to delivering the most enjoyable fruitstraight to the consumer, especially in China where familiestend to purchase high-end fruit after dinner. By offeringfresh, quality fruit in each of its outlets, this trendy freshfruit retail store may be one of the fastest growing brands inall of China.

Pagoda opened its rst store in Shenzhen City, GuangdongProvince, which provided a healthy in ux of shoppersseeking consistently delicious fruit d aily. Since the inceptionof its rst store, Pagoda has witnessed tremendous growthduring the last decade as a result of these hungry consumersand its aggressive expansion plans, throughout China. At themoment, Pagoda has over 540 outlets, but they are opening atan astonishing rate of 25 outlets per month a testament tothe brands outlook to become the leader among all fruit shopchains. The size of the stores tends to be small, averaging

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00800 square feet. Nevertheless, it goes without sayinghat a brand this successful needs quality products toack its success and Pagoda delivers on all fronts.

erhaps the largest factor behind Pagodas success is therands ability to focus on the demands of the mid-to-pper class Chinese market. By concentrating their focusn the daily consumer looking to purchase high-endruits for dessert, healthy and tasty snacks and as gifts,agoda has been able to differentiate itself from otherruit shops in China. Consumers are looking for some-hing unique and want a steady supply of high qualityroduct, said Gregory Parson, Director of Internationalrocurement. At Pagoda, we prioritize avor andating quality above anything else. Pagodas highroduct turnover and consistent supply of freshomestic or imported fruits certainly offers the avornd eating quality that shoppers desire.

agodas triumph in the marketplace has evenarnered several achievements. Some of the brandsccomplishments include receiving the Chinese Chainndustry Champion Leagues New Comer Award andeing named Most Valuable Chinese Fresh Produce

Company, along with a number of ot her prestigiouswards. The fruit shop chain, which celebrated its 10thnniversary last year, attributes this success to theconsistent delivery of its promise to provide its onemillion loyal customers with the most deliciousmported or domestic fruit. Some of its offerings varyrom the basics, like citrus fruits, pears, apples, oreaches, to the rare, like Thai longan, or importedolden dragon fruit, for example all sold fresh to theonsumer. And as Pagoda looks to the future, the chainntends on managing its own supply of fruit. Wereurrently focusing on shaping our infrastructure and

supply channels to supply our own stores as directlyfrom t he farmer/packer/shipper as possible,commented Parson. During the 10th anniversary gala reception, Pagodaannounced the opening of an International Departmentaimed at making direct fruit purchases from theAmericas, Australia, New Zealand, Europe and Africa.The Chairman of Pagoda expressed great interest inpromoting U.S. fresh fruits and referred to theAgricultural Trade Of ce (ATO) in Guangzhou as its vitalpartner during the gala reception.

Its evident that Pagoda also cares about the health of itsshoppers, going so far as to provide them with bene cialnutritional knowledge about each of its fruits, so theycan learn how their lives can be enhanced. This is allpart of the companys mission to help its customersenjoy fruit, and ultimately, enjoy life. As the company

looks toward the next 5 10 years, Pagoda hopes toachieve total standardization and eventually reach5,000 outlets by 2020.

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PRINCESS

AGATAFLAVOR PROFILE: Mild smooth avor and textureCOLOR: Yellow skin and yellow eshSHAPE: OvalUSAGE: Excellent multi-purpose cooking potato.Perfect for salads,soups, stews

CECILEFLAVOR PROFILE: SavoryCOLOR: Dark red skin and yellow eshSHAPE: Long oval, almost ngerling shapeUSAGE: Perfect for salads as well as boiled or steamed

LLIANSLAVOR PROFILE: Buttery, full bodied nutty avorOLOR: Bright yellow skin and deep yellow eshHAPE: Long oval, almost ngerling shaped

USAGE: Salad type with great cooking qualities

BORA VALLEYFLAVOR PROFILE: True potato avor and smooth textureCOLOR: Purple skin and purple esh, holds its purplecolor even after cookingSHAPE: Round to oblongUSAGE : Best for mashing - looks fantastic

FLAVOR PROFILE: RobustCOLOR: Yellow skin and yellow eshSHAPE: Round to ovalUSAGE: Fresh/creamer/multi-purpose/salad

FINGERLINGFLAVOR PROFILE:

Buttery, tender and nuttyCOLOR: Multi-colored by varieties that includeRussian Banana, Ruby Crescent, FrenchFingerling and Finnish.SHAPE: Petite and sleekUSAGE: Bake, boil, roast, fork-mash, or use in any dishcalling for potatoes

GOLD RUSHFLAVOR PROFILE: Robust taste with light and

uffy textureCOLOR: Dark brown russet skin with very white eshSHAPE: Oblong to longUSAGE: Best for baking. Great French Fry potato

ENVOL

ROSARAFLAVOR PROFILE: Creamy, buttery, smooth, fullbodied tasteCOLOR: Red skin and yellow eshSHAPE: Long and ovalUSAGE: Superb all purpose potato. Great for roastingand grilling

CIKLAMENFLAVOR PROFILE: Delicious mild tastingCOLOR: Smooth red skin and creamy white eshSHAPE: Round to ovalUSAGE: Holds shape well, great for boiling, use insoups, stews, salads

FLAVOR PROFILE: Smooth esh, light fresh avorCOLOR: White skin and white eshSHAPE: Round-ovalUSAGE: These are waxy potatoes that hold their shapevery well during cooking. Best for boiling.

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snack issue 4

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